Artificial intelligence has become a central topic at HEDNA 2026, bringing hotel distribution, payments and traveller interactions into one expanding conversation. Discussions now encompass security, identification, pricing, marketing and content production, reflecting the technology’s potential reach across tourism operations.
Alfredo Stefani, Director of Partnerships at Voxel, an Amadeus Group company, described a substantial change in the conference’s priorities.
Drawing on approximately five years of attendance, he said AI previously occupied a relatively small share of discussions. At the 2026 event, he observed the topic appearing across virtually every session, approached from different perspectives.
His assessment highlights changing industry interests rather than proving universal adoption. For travel businesses, the practical question concerns where AI can improve operations and customer experiences.
From Emerging Topic to Operational Priority
The range of conference discussions suggests that AI in travel now extends well beyond automated content creation.
Agentic AI, security and identification feature alongside commercial applications such as marketing and pricing. Each involves different business needs and implementation considerations.
For hotels and other tourism companies, that breadth creates opportunities to examine individual processes rather than pursue technology without a defined purpose.
Customer-facing applications could influence how travellers discover products or interact with businesses. Behind the scenes, digital tools may support administrative workflows.
However, conference interest does not establish that every application is ready for deployment. Businesses still need to assess accuracy and operational suitability.
Stefani’s observations capture an industry exploring multiple possibilities while working through the practical implications.
Payments and Invoicing Remain Essential Infrastructure
Voxel specialises in electronic payments and invoicing, supporting financial interactions between businesses within the travel sector.
Stefani described its work as helping B2B travel participants interact more smoothly through technology.
These processes matter because a journey can involve several commercial relationships, with payments and documentation moving between different organisations.
For hospitality providers, efficient financial administration supports the business systems behind accommodation and other travel services.
Electronic invoicing gives companies a digital mechanism for handling transaction documentation. Payment systems address another essential part of those relationships.
Although these functions receive less consumer attention than booking tools, they remain relevant to the operation of the tourism supply chain.
AI discussions therefore sit alongside established digital infrastructure, rather than replacing the need for reliable financial processes.
Security and Privacy Shape Implementation Choices
Security, identification and privacy also featured among the themes Stefani identified at HEDNA 2026.
Their inclusion reflects questions about how travel businesses process information and connect new technologies with existing systems.
An application supporting marketing may involve different information requirements from one handling customer interactions or financial workflows.
Consequently, businesses need to understand what each system does and which information it requires.
For travellers, the quality of those decisions can influence confidence in digital services. Convenience depends partly on trustworthy handling of information.
The conference discussion points towards implementation questions alongside commercial opportunities. It does not establish that particular security outcomes have already been achieved.
Marketing Opportunities Depend on Accurate Content
AI-assisted content production could affect how hotels, destinations and travel products reach prospective visitors.
Businesses may explore tools for creating or adapting material across different communication channels, according to their needs.
However, travel information must remain accurate to help customers make useful decisions. Attractive wording alone cannot establish availability or product details.
For tourism operators, the relevant opportunity lies in supporting communication while maintaining oversight of the information presented.
Stefani’s comments place marketing within a broader technology discussion, alongside payments, security and customer interaction.
That perspective encourages businesses to consider how separate applications connect with the overall traveller experience.
Professional Relationships Support Digital Change
Despite the technology focus, Stefani identified networking as a major reason for returning to HEDNA.
He also attended the previous edition in Lisbon, using the event to follow trends and develop professional relationships.
Travel distribution connects technology providers, accommodation businesses and other commercial participants. Implementing changes often requires coordination between those organisations.
Conference discussions can help participants compare needs, understand emerging applications and identify potential collaborators.
For Stefani, repeated attendance provides a view of how priorities evolve, with AI offering the clearest recent example.
Rapid Development Makes Forecasting Difficult
Stefani remained cautious about predicting developments over the next 12 months, emphasising how quickly unexpected changes can emerge.
That uncertainty matters for businesses deciding where to invest time and resources.
The HEDNA 2026 discussion presents AI as an expanding area of interest supported by continuing needs in payments and invoicing.
Its eventual tourism value will depend on practical implementation: reliable operations, useful communication and better interactions throughout the travel journey.
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